Fundraising In A Turbulent Economy—A One-word Guideline!
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In the midst of bailouts, layoffs, credit squeezes and slowdowns what is your fundraising strategy?
Before I share one-word guideline let's review:
6 ½ % unemployment means that 93 ½% are still employed.
In the US (for example) since the 1930’s Great Depression there have been 13 official recessions--one about every six years. It seems like the end of the world, but it is not. Economies go through stages.
Mid-level and smaller donors still want to give. The major turndown happens with major donors whose giving depends on stock market ups and downs.
So, what can you do now—in the midst of hard times? Five suggestions:
Don't Panic! Some donors will experience huge misfortune, but the sky is not falling on everyone. Some parts of the economy thrive in a panic. In Matthew 6, Jesus exhorted his followers three times, "Do not worry."
Stay visible! Now is the time to say thank you and give extra ministry reports. Tell stories. Don't disappear from your donors' radar!
Set funding appointments now! Even if potential giving partners want to postpone until "things clear up" go ahead and set appointments so they can be encouraged at what God is doing. When they are able to re-start, they will remember you.
Don't be apologetic! Watch out for weasel language such as, "I don't want to inconvenience you, but..."
Be sensitive. For those who are affected negatively by the economy lend a listening ear. Thank them even more. I say, "Your gifts mean all the more to us now that we know the difficult situation you are in…may we pray together now?”
Oh, the keyword? Initiate!
